Your Ad Here: The Cool Sell of Guerrilla Marketing

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NYU Press, Apr 5, 2013 - Social Science - 224 pages
2 Reviews
2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association2013 Book of the Year, Visual Communication Division, National Communication Association Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth.  Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell.
 

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LibraryThing Review

User Review  - rivkat - LibraryThing

Michael Serazio, Your Ad Here: The Cool Sell of Guerrilla Marketing: Foucauldian analysis of modern marketing techniques that disguise or embed ads, recruiting consumers to make meaning for ... Read full review

LibraryThing Review

User Review  - DavidWineberg - LibraryThing

Great Cover, Dense Read This is a really tough slog, though it does get easier as the scar tissue builds. Your Ad Here has an enormously weak beginning. It starts with a bafflegab definition of ... Read full review

Contents

1 Buying into the Cool Sell
1
2 The Ambient Governance of Advertainment
30
3 Street Spectacle and Subculture Jamming
60
4 Buzz Agency and the Regime of Dialogue
92
5 CrowdSourced Marketing and the Freedom to Labor
122
6 Managing Agency in the Regime of Engagement
154
Appendix
171
Notes
177
Bibliography
203
Index
217
About the Author
227
Copyright

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About the author (2013)

Michael Serazio is Assistant Professor in the Department of Communication at Boston College. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for The Atlantic, among other publications.

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